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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB) MIX : Jurnal Ilmiah Manajemen Scientific Journal of Reflection : Economic, Accounting, Management and Business Jurnal Manajemen
Rina Astini
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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Journal : MIX : Jurnal Ilmiah Manajemen

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PERILAKU BRAND SWITCHING PENGGUNA TELEPON SELULER SMARTFREN Tafiprios .; Rina Astini
MIX: JURNAL ILMIAH MANAJEMEN Vol 9, No 1 (2019): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (369.355 KB) | DOI: 10.22441/mix.2019.v9i1.015

Abstract

The purpose of this study was to determine the effect of consumer dissatisfaction, needs to seek variations, and product quality on brand switching behavior from Smartfren mobile phones to other mobile brands. A total of 140 respondents who had used smartfren mobile phones and then switched brands to other cellphones were used in this study. Data collected through questionnaires using a Likert scale. Analysis of this research data using SEM with Lisrel 8.8. The results showed that consumer dissatisfaction did not have a significant effect on brand switching behavior, while the need to seek variation and product quality had a significant effect on brand switching behavior
Co-Authors Abd. Rasyid Syamsuri Daru Asih Djumarno Djumarno Erlita Prasetyaningsih Indah Sulistiyowati Muhammad Fadheel Djamaly Tafiprios Tafiprios